Facing a declining donor base 20 years in the making, UJC/The Jewish Federations of North America is reframing its brand and the way its community of member federations works together.

By Abny Santicola

The program had three main goals:

1. Reactivate donors and generate growth.

2. Provide an easy-to-use program.

3. Get 25 percent federation participation in the program across the country by spring 2009.

"We have really a broad range of sizes all the way from the very small federation that may or may not have a marketing director to the top 10 that have huge marketing departments," Sussman says. "So we had to create a program that everyone felt like they could participate in and everyone was going to benefit from."